Kicking Complacency to the Curb

Tell us if you’ve heard this before: you wake up one day with an insatiable craving for biltong but, for whatever reason, you are unable to satisfy that craving. That sucks, right?

Well, the same thing happened to us. A few years ago, when Craig's wife was pregnant, she had an overwhelming craving for biltong. Around the same time Ric, who wasn't pregnant but who was hangry (sic), had an overwhelming craving for cured meats. Talk about coincidence!

Normally, these cravings wouldn't have been a problem. We could simply walk into the nearest store and buy some. But in our particular case, we were unable to satisfy that itch. Why? We don’t eat animals, and there were no good plant-based cured meats around. So, this meant that we could either compromise our principles and eat animal-based biltong, or wait white-knuckled for the craving to pass.

Instead, we took a page out of Richard Branson's life story and said: screw it, let's do it. We wanted biltong. The same taste. The same texture. But without the guilt and all that crappy cholesterol, saturated fat, and bad karma. We also found that many, many other people wanted the same thing.

So we made our own, loved it (of course), and then decided to share our creations with the world. There were many people out there who wanted the same thing: cured meats that are healthier, more environmentally friendly and easier on the conscience than animal-based meats.

We found our vocation: helping others live joyful lives by providing them with food that’s:

tastier than your granny's Sunday lunch;

good for you;

good for the environment; and

good for your conscience.

So, join us in kicking complacency to the curb one plant-based product at a time!